Survey finds 27% of adults will use a smartphone or tablet for holiday shopping

Whiting, Ind. -- More than one-quarter (27%) of U.S. adults will use their smartphone or tablet for their holiday shopping this year, according to new survey by In addition, 83% of those who will use their smartphone for holiday shopping this year report they will be doing so because of the convenience.

The survey was conducted online nationwide by Harris Interactive on behalf of from Sept. 26 – Sept. 28, 2012 among 2,523 U.S. adults aged 18 and older.

The majority of smartphone users who plan to use their devices for shopping this year will use them for research. Seventy percent said they will use their smartphone to do research ahead of their shopping trips, while 59% will use it to do research in-store. When asked what else they will use their smartphone for this shopping season, U.S. adults said the following:

  • Make a purchase: 58%
  • Redeem coupons: 53%
  • Search for coupons: 48%
  • Other: 5%

In addition to using mobile devices to keep their shopping on track and find coupons, shoppers are interested in taking their traditional coupons and loyalty cards into the digital age. In fact, 67% said they would be at least somewhat likely to use a barcode-scanning app to scan coupons and save for later use, with 12% being very likely. Sixty-nine percent would be at least somewhat likely to download an app on their smartphone, which allowed them to keep multiple store loyalty cards in their smartphone instead of loose in a wallet or purse.

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